Why? Because generating leads for your business is often one of the biggest expenses you’ll have – especially if you don’t measure which marketing works and which is gives you no financial return on what you've invested.
Marketing is a fickle beast. Sometimes your best marketing just stops working, either permanently (think Yellow Pages) or temporarily (such as when Google changes its algorithm and you’re no longer at the top of the search results).
Therefore, you need to continually test and measure where your leads are coming from and use that information to calculate what it costs you to ‘buy a customer’. Its actually really simple to do this. Most businesses don’t do this or if they do, they don’t look at the information and use it to make decisions about how to invest their marketing budget.
Too many businesses go for ‘spray and pray’ marketing…throw a whole load of marketing out there and pray it gets results. Please don’t let that be you.
A few questions to help you get a better return on investment:
- Have you documented your ideal customer?
- Do you have a referral strategy?
- Do you know which marketing strategies results in profitable work?
On 26 April and 24 May in North London we’re running a workshop where you’ll have the opportunity to review over 70 lead generation strategies for your business. If you’d like to join us for just £19 instead of the usual £95, please use this link.